I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C H

U.S. Hispanic Entertainment andConsumer Electronics Usage From ICR HispanicEXCEL and ICR CENTRIS

September, 2005

I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C HCustom Research • Information Analysis • ICR EXCEL omnibus services

Contact: Michael Brenner

53 W. Baltimore Pike, Media, PA 19063

484-840-4341 (p) • 484-840-4599 (f) • [email protected] • www.icrsurvey.com

2© 2005 – ICR – Confidential

Table of Contents

Why Survey Hispanics? 3

Why ICR? 4

Methodology 5

Executive Summary 6

Key Hispanic Demographics from ICR HispanicEXCEL 7

Detailed Findings 8


Why Survey Hispanics?

$750 Billion in spending per year

41 Million strong and growing fast

They are diverse but share many elements of their Latin American culture

– Not a racial group but many ethnicities

– Differ by generation, language, geography and country of origin

– Although concentrated in major population centers, they are becoming much more geographically dispersed

They are younger and have more children per household on average than the general U.S. population

* US Census and Selig Center


Why ICR?

Accurate

– Nationally representative of the entire U.S. Hispanic population not based on only major markets

– Telephone RDD (Random Digit Dial), not based on surname lists

Affordable

– Fraction of the cost of a custom survey

– Just one question gets you access to all the demographics

– Our scale (150,000 omnibus interviews per year) allows us to be priced much more competitively

Fast

– One week from questionnaire to data delivery

– Top line data available the day after interviewing ends; complete reports one day after that

Hispanic Research Experts

– ICR has conducted hundreds of thousands of interviews with U.S. Hispanics

– Focus groups, mall intercept, custom studies, web, Hispanic omnibus


Methodology

This study was conducted as part of the ICR HispanicEXCEL and ICR CENTRIS telephone omnibus surveys. Each survey utilized random-digit-dialing (RDD) of U.S households.

HispanicEXCEL uses a national disproportionate stratified sampling design using an optimal allocation method of selection. The result is a nationally representative cross-section of Hispanics at an incidence of over double the national incidence of Hispanics.

The respondent data for both surveys is weighted to ensure that the sample matches known population demographic characteristics. The weighting procedure employs a number of household characteristics including household member age, education, race/ethnicity, metropolitan status, number of household members and number of telephone lines within the household.

When reported, significant differences are at the 95% level of confidence.

The ICR HispanicEXCEL survey was conducted from June 14-27, 2005 among 1,001 households. The margin of error is 3.10% at the 95% confidence level.

The ICR CENTRIS survey was conducted in June, 2005 among 4,000 households. The margin of error is 1.55% at the 95% confidence level.


Executive Summary

One in seven households from the Hispanic Population indicated that they own a digital personal recording device, significantly more than from the General Population (15% vs. 8%).

Three out of every five Hispanic households have a video game system, significantly more than the General Population (47% vs. 40%).

One-half (49%) of Hispanics who own a video game system purchased video games in the past 30 days, significantly more than the General Population (35%).

Three in ten (29%) Hispanic households subscribe to digital cable, significantly more than among the General Population (20%).

Significantly more Hispanic households with cable or satellite currently receive Premium channels (62% vs. 46%).

Two in five households from the Hispanic Population with CD players purchased a CD in the past 30 days, significantly more than the General Population (41% vs. 33%).

Significantly more Hispanic households with a DVD player purchased a DVD in the past 30 days (45% vs. 39% General Population).

Significantly more Hispanic households with VCR’s purchased a pre-recorded VHS tape in the past 30 days than the general populations (16% vs. 12%).


Key Hispanic Demos from ICR HispanicEXCEL

All data projected to U.S. Hispanic Households (13.3 million HH’s)

55% are foreign-born vs. 38% born in the U.S. and 7% in Puerto Rico

45% prefer Spanish-language instructions

– 39% prefer English language instructions

– 15% said it “makes no difference”

44% of U.S. Hispanics own their own home vs. 69% in the general population*

53% of U.S. Hispanic households have at least one child vs. 36% in the general population*

* ICR EXCEL general population survey of 1,010 during the same time period (June, 2005).


1%

92%

8%

83%

15%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Don't know

No

Yes

General Population (n=4000)Hispanics (n=1001)

One in seven households from the Hispanic Population indicate they own a digital personal recording device, significantly more

than from the General Population.

VRD-2. Does your household have a digital personal recording device? Base: Total households

Significant difference from corresponding segment at 95% confidence level


60%

40%

47%

52%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

No

Yes


Three out of every five Hispanic households have a video game system, significantly more than the General Population.

VG-1. Does your household have a video game system that connects to your TV and plays games that come on cartridges, CD’s or on DVD’s? Base: Total households Significant difference from corresponding segment at 95% confidence level


48%

10%

17%

6% 5%11%

4%

13%

3%11%

62%

5%

None 1 2 3 4 5+

General Population (n=1433) Hispanics (n=480)

One-half of Hispanics with video game systems purchased video games in the past 30 days, significantly more than the

General Population.

Significantly more from the General Population indicated they haven’t purchased any video games in the past 30 days.

VG-5. How many video games, if any, has your household purchased in the past 30 days?

Base: Total households who own a video game system Significant difference from corresponding segment at 95% confidence level

Any (net)General Population – 35%

Hispanics – 49%


1%

79%

20%

67%

29%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Don't know

No

Yes


Three in ten Hispanic households subscribe to digital cable, significantly more than among the General Population.

DC-2. Do you subscribe to digital cable? Base: Total households Significant difference from corresponding segment at 95% confidence level


54%

46%

62%

38%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Non-Premium

Premium


Over three in five Hispanic households with cable or satellite currently receive Premium channels, significantly more than

those among the General Population.

CS-1. As part of cable and satellite TV, you can typically get premium TV channels which offer uncut, unedited movies, sports and entertainment programs shown without commercials. As for of your (PLATFORM) TV service, do you currently receive…?

Base: Total Cable or Satellite households Significant difference from corresponding segment at 95% confidence level


2%

57%

8% 11%4% 3% 6%

2% 5% 2%2%1%5%8% 2%8%

65%

3%

None 1 2 3 4 5 6 7-10 11+


Two in five households from the Hispanic Population with CD players purchased a CD in the past 30 days, significantly more

than the General Population.

AUD-3. How many audio CD’s, if any has your household purchased in the past 30 days? Base: Total CD households Significant difference from corresponding segment at 95% confidence level


Hispanics – 41%


1%

52%

7% 10% 7% 5% 5% 3% 5% 2%3%2%8%9% 3%

11%

59%

3%

None 1 2 3 4 5 6 7-10 11+


Nearly one-half of Hispanic households with DVD players purchased a DVD in the past 30 days, significantly more than

among the General Population.

DVD-5. How many DVD disks, if any, has your household purchased in the past 30 days? Base: Total DVD households Significant difference from corresponding segment at 95% confidence level


Hispanics – 45%


0%

82%

3% 4% 2% 2% 1% 1% 2% 1%1%1%2%3% 1%3%

88%

1%

None 1 2 3 4 5 6 7-10 11+


Significantly more Hispanic households with VCR’s purchased a pre-recorded VHS tape in the past 30 days.

VCR-4. How many pre-recorded VHS tapes, if any, has your household purchased in the past 30 days? Base: Total VCR households Significant difference from corresponding segment at 95% confidence level


Hispanics – 16%


The ICR Family of Omnibus Studies

ICR has almost 20 years experience conducting omnibus studies.

Among our omnibus products:

– ICR EXCEL, (est. 1986) a twice weekly national telephone survey of 1000 adults 18+

– ICR TeenEXCEL (est. 1991) a monthly national telephone survey of 500 teens aged 12-17

– ICR CENTRIS – (est. 1997) Communications, Entertainment and Technology oriented survey. Interviewing conducted daily for a total of 1000 interviews with adults 18+ each week.

– ICR SmallBizEXCEL (est. 2001) a monthly telephone survey of 500 owners/managers of U.S. businesses with less than 100 employees.

– ICR HispanicEXCEL (est. 2005) a monthly survey of 1,000 U.S. Hispanic adults 18+

U.S. Hispanic Entertainment andConsumer Electronics Usage From ICR HispanicEXCEL and ICR CENTRIS

September, 2005

I N T E R N A T I O N A L C O M M U N I C A T I O N S R E S E A R C HCustom Research • Information Analysis • ICR EXCEL omnibus services

Contact: Michael Brenner

53 W. Baltimore Pike, Media, PA 19063

484-840-4341 (p) • 484-840-4599 (f) • [email protected] • www.icrsurvey.com

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